user experience & mobile innovation strategy
DESCRIPTION
Smartphone, e-readers and tablets have dramatically changed the way we access content and digital services today. Designing the user experience means re-thinking the traditional paradigms in use for the web and considering a broader picture where the experience is pervasive, multi-channel and cross-device. What is fundamental, is optimizing the user experience by designing the interaction through different contexts, functionality and mobile platforms, simply translating the desktop interface is not enough. Rethinking the business logic of a service centered around the user, is the first step to designing a complex multi-channel experience. Combining design methodology with agile development is the next step in bringing a successful product or service to market.TRANSCRIPT
User Experience & Mobile innovation
StrategyAntonio De Pasquale
Senior Interaction Designer at frog@myinteraction
My name is Antonio De PasqualeI'm a Senior Interaction Designer at frog Milan
A little about me
I'm specialized in digital interfaces & user experience
I'm passionate about the "aesthetics" of movement
I'm from Sicily and I love the sea.
@myinteraction
Mobile Frontier 2014 - Milano
User Experience& Mobile Innovation
Strategy
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User Experience Mobile InnovationIntroduction
Mobile Frontier 2014 - Milano
N95, the top level smartphone of 2007
Yesterday
Fix Grid, N95, Flash, Netbook, Desktop, no Cloud software
Yesterday
Mobile Frontier 2014 - Milano
N95 first release to the market in Italy: March 2007 - 700€
Mobile Frontier 2014 - Milano
TodaySmartphones are a commodity. iOs, Android are mainstream,
but new technologies are just around the corner
Today
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Amazon Kindle Fire HD150€
Mobile Frontier 2014 - Milano
A complex scenarioAll this different devices are part of our daily routine
and all the experiences are shared across multiple touchpoints
* Cross Channel Matrix
8:00 12:00 16:00 20:00
Mobile Frontier 2014 - Milano
A complex scenario
* Cross Channel Matrix
8:00 12:00 16:00 20:00
It's not about the single devices.
It's about the overall journey.
Scenario A
Scenario B
Scenario C
Mobile Frontier 2014 - Milano
WIP
Customer Journey Map
Play
Discover+
Check
ShareTime
+
+ +
Innovation is about connetting the dots of the user customer journey,
creating a smooth experience across products and services.
What is the User Experience?User Experience encompasses all aspects of the end-user's interaction with the company, its services, and its products.
Mobile Frontier 2014 - Milano
UX Designis a collection of multiple disciplines
Mobile Frontier 2014 - Milano
The UX Design processAgile metodology needs a different design workflow
Research Concept
Wireframe Visual
Develop
User test
PrototypeSketch
Review
1. Concept ideation 3.Go to Market2. Design realization
Deploy
Mobile Frontier 2014 - Milano
DESIGN MOBILEUSER EXPERIENCE
Mobile Frontier 2014 - Milano
The next generation of users is upon us. Their context is touch, mobility and speed. Reaching them requires
intuitive design. For better or worse, they are mobile first.
Born Digital
JOHN FOX, 2012
Mobile Frontier 2014 - Milano
Mobile Frontier 2014 - Milano
From Desktop to MobileMoving from Desktop paradigm to mobile devices is not just shrinking the UI,
it is about re-thinking the UX for a different context.
Mobile Frontier 2014 - Milano
As new devices come into the market, a mobile first approach to design
and development will be pivotal to your creating a successful product or brand.
Mobile first
Mobile Frontier 2014 - Milano
A mobile device can be used at anytime, anywhere.
The mobile context is about the environment and circumstances of usage.
The Role of Context
David Crow, Context of Mobile Interactionhttp://www.flickr.com/photos/davidcrow/1224270527/
Mobile Frontier 2014 - Milano
Stephen P. Anderson, Seductive Interaction Designhttp://www.slideshare.net/stephenpa/seductive-interactions-idea-09-version
functional
reliable
usable
pleasurable
missing
UX
The piece we often overlook is the pleasure. It’s at the core of culinary arts, but
we find it far too infrequently in the web apps and websites we use daily.
Understanding the User needs
Mobile Frontier 2014 - Milano Mobile Frontier 2014 - Milano
The Ecosystems of screensDelivery a cross channel ux it's a complex challenge.
It's not about the UI, it's about the experience across the multiscreen world.
* Precious Studio, Patterns for multiscreen strategy
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It's more than a screenA sensor for adaptive systems is any technology that allows a device
to understand and evaluate different contexts.
Light
Cameras
Microphones
Touchscreen
GPS
Wi-Fi / Cellular
NFC
Bluetooth
Proximity
Accelerometer
Magnetometer
Gyroscope
Pressure
Temperature
Humidity
Biometric
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A shape-shifting futureThe evolution of technology is changing the boundaries of design.
What is the shape of analog experiences when they become digital?
Seamless experience
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MOBILE INNOVATIONSTRATEGY
Mobile Frontier 2014 - Milano
Don't worry about what anybody else is going to do.The best way to predict the future is to invent it.
Disruptive innovation
ALAN KAY, 1971
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Automotive
Healt-Care
News-Media
Financial
Retail
Trasportation
Mobile is changing markets
Mobile Frontier 2014 - Milano
Uber / Hailo
Transportation
Mobile Frontier 2014 - Milano
Enjoy / Car2Go / Drive now
Transportation
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News & MediaFacebook Paper / Feedly
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News & MediaSky Go / Netflix
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RetailiBeacon / Tod / Gimbal Qualcomm
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AutomotiveAudi Concept / Nissan Leaf
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Healthcaret-Slim Smart Pump / Misfit / Sway
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HealthcareRebook Checklight / OMSignal / Adidas MyCoach
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FinancialSquare / Google Wallet / Coin
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FinancialPaypal Beacon / BitCoin Atm / Disney Bracelet
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What is changed?Service design is the next important field of competition. Each of these learning
curves represents a new field of competition, a new strategy for differentiation.
Hugh Duberly, Learning Curves for Designhttp://www.dubberly.com/articles/learning-curves-for-design.html
Mobile Frontier 2014 - Milano
Why do we need Innovation Strategy?
Environment People
Offering Time
Future
Present
Past
Hugh Duberly, Learning Curves for Designhttp://www.dubberly.com/articles/learning-curves-for-design.html
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This company no longer exists!Big Bang Disruptions throw many enterprises out of business.
Enterprises need to have a strategy to face these disruptive innovations.
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The value of Design StrategyIt acts in the crossroads of design, research insight and business strategy, where design methods
are used to generate strategies as well as tactics for planning , implementation and business.
Design & InteractionFunctional Innovation
TECHNOLOGY
Process Innovation & PM
Experience innovation
StrategyEmotional Innovation
BUSINESS
HUMAN VALUES
Hugh Duberly, Learning Curves for Designhttp://www.dubberly.com/articles/learning-curves-for-design.html
Mobile Frontier 2014 - Milano
Innovate or Die.
TOM PETERS
Future
FURTHER READING
This is Service Design Thinking.
Marc Stickdorn & Jakob Schneider, 2012
The Mobile Frontier
Rachel Hinman, 2012
Mobile Frontier 2014 - Milano
User Experience & Mobile Innovation Strategy
Innovation designDesign principles Case study
Trasnporta)onUber / Hailohttps://www.uber.com/https://hailocab.com/london
Enjoy / Car2Go / Drive Nowhttp://enjoy.eni.com/https://www.car2go.com/en/austin/https://de.drive-now.com/
RetailiBeacon / Tod / Qualcommhttp://buyibeacons.com/http://todhq.com/https://www.gimbal.com/
News & Media Facebook paper / Feedlyhttps://www.facebook.com/paperhttp://feedly.com/index.html
SkyGo / NeBlixhttp://skygo.sky.it/index.shtmlhttps://www.netflix.com/global
Automo)veAudi concept / Nissan Leafhttp://www.youtube.com/watch?v=wlYe-QrFXZ4http://www.nissanusa.com/innovations/carwings.article.html
Articles & Insights
The DefiniKon of User Experience
http://www.nngroup.com/articles/definition-user-experience/f
The Intricate Anatomy of User Experience Design
http://www.fastcodesign.com/1671735/infographic-the-intricate-anatomy-of-ux-design
Sketching the User Experience
http://www.slideshare.net/antoniodepasquale/sketching-the-user-experience
HealtcareRebook Checklight / OMSignal / MyCouchhttp://shop.reebok.com/us/content/CheckLighthttp://www.omsignal.com/http://micoach.adidas.com/it/
t-‐Slim Pump / Misfit / Swayhttp://www.tandemdiabetes.com/Products/t-slim-Insulin-Pump/http://www.misfitwearables.com/http://swaymedical.com/
FinancialSquare / G. Wallet / Coinhttps://squareup.com/http://www.google.com/wallet/https://onlycoin.com/
Paypal Beacon / BitCoin ATM / Disney Bracelethttps://www.paypal.com/us/webapps/mpp/beaconhttps://bitcoinatm.com/https://disneyworld.disney.go.com/plan/my-disney-experience/bands-cards/
InnovaKon X
http://www.innovationxbook.com/
Design Driven InnovaKon e collaboraKve innovaKon: sfide e opportunita'
http://www.mi.camcom.it/upload/file/1491/745967/FILENAME/Verganti-Harvard-Final-Report.pdf
DisrupKve thinking
http://www.disruptive-thinking.com/
User Experience & Mobile Innovation Strategy
Mobile Frontier 2014 - Milano
Mobile Frontier 2014 - Milano
Thanks!@myinteraction
to continue the discussion!